Google has added simplified A/B testing for Search campaigns, with a new experiments creation flow in Google Ads Manager that makes it easy to launch ad performance experiments in a few clicks.
As shown in this image, Google’s new experiments dashboard lets advertisers choose from a range of options for their ad tests, with a streamlined selection process for implementing chosen parameters.
Advertisers can choose which campaigns they want to apply their test to from a list of existing projects.
The updated system means advertisers won’t need to structure complex testing conditions, have in-depth knowledge of adequate test structure or understand Google’s ad system. Instead, advertisers will have more options for comparison tests so they can determine where they should be allocating their budget.
As per Google: “Performance Planner now allows you to see how changes, like bidding or budget targets, may impact your existing campaign performance. In one click, you can apply those suggested changes directly to your campaigns.”
Google said the updated testing process will also enable advertisers to run comparison tests with AI Max elements, which will provide more insight into how its artificial intelligence-powered ads could drive response.
This offers another way for brands to experiment with potential ad refinements and changes and enact them with confidence about likely performance impacts.
Google said its updated ads testing process is being rolled out to advertisers throughout September.
